“It’s alive!” shouts Anton Bailey, while clutching virtual reality controllers that enable him to feel a hologram actress. Softly holding his hand next to the actress’ bare skin, Bailey can even sense her heart beat, conveyed by the controller’s subtle vibration. Poking the holograms results in a stronger feedback, as one would expect. Tech startup PrimaVR’s virtual reality software is the first in the world to provide haptic feedback to hologram videos. Bailey, a spokesperson for PrimaVR, applauds the achievement, “This is groundbreaking development in immersive entertainment. Sense of touch…